So many sales people talk beyond the point where their prospect has already made the decision to buy, and if we do this, we may well end up with the prospect losing interest or deciding to “think it over”.

Haven’t you experienced this yourself?

You were talking with a sales person because you were interested in buying, but the sales person kept on selling and this raised some doubts in your mind.  So you didn’t buy.

It is more important knowing when to close, than knowing 50 different ways to ask for the order.

You wouldn’t buy from someone who did not know what your needs are would you?   Same with your clients.  You have to build trust and rapport, and one of the best ways to do this, is by asking questions to uncover their needs, listening actively (eg. ah huh, really, tell me more etc), and even taking notes.

One of the highest needs we have as a human being…

is the need to feel understood.  We tend to like (rapport) people who seek to understand us and really listen to us.  This also builds their level of trust in you.  It stands to reason that if you have taken the time to understand their needs, (both logical and emotional needs), they are far more likely to trust you enough when it comes time to confirm the sale with them.

So don’t close the sale

So many sales people become nervous when it’s time to ask for the business.  As a result some sales people fail to even ask for the order.  So here’s a question for you.

Question 1: If what you have recommended for your prospect is right for them, and will benefit them in sufficient ways that they will love using your product or service, and they’ll get a great return on their investment, who loses if they fail to buy?

Answer: They lose, you lose and your company loses.

In fact you are doing your client a disservice if you don’t ask them to go ahead.  They lose out on the benefits and I feel very strongly about this.  It’s lose / lose.

So what clever tricky ways have you discovered to close the sale?

Some sales people have read books, or listened to audio programmes, or been to seminars on closing the sale where they were taught 50  ”clever tricky ways” to close.  Have you?

Clever tricky ways of closing the sale are out!

You see it’s not the words that you use, it’s everything you’ve done with the prospect up to now that will determine whether your prospect is (self) motivated enough to buy.  Don’t get me wrong, I am NOT saying don’t ask.  Please ask if you feel it is right for them.

Here’s another twist... if it’s not right for them, tell them that you can not help them right now, and perhaps even refer them to someone who can.  You’d be surprised how much trust that builds in them for you.  OK, you may not make the sale this time, but when they are in the market again for something you do have, they will most likely call you.  Why?  Because you put their best interests in front of your own needs last time.

It builds a strong relationship

Now I started out here saying “It’s not the words you use to ask for the order it’s knowing WHEN to ask for the order that maters” much more than the words you use.  So no “clever tricky ways” to confirm the order are needed!

So when do you ask for the order?

Have you ever gone onto Flip / Flop mode in your mind?  One minute you are thinking “YES” I want to buy this, and because the sales person kept on selling, your mind flipped to “NO, I really should think about this more, or I’d better check with other suppliers.

The same thing is true with your prospects and customers

They “flip / flop”.

So when should you ask for the order?

When they have “flipped” into “YES, I think I will buy this”, that’s the time to ask for them to confirm with you that they wish to buy.

Some experienced sales people have finely tuned senses and know when they are in the YES mode.  Some don’t even know why they know.  It becomes intuitive for them.  But what they are really picking up on are the buying signals that are being put out by the prospect. So what are

Buying Signals

I define them as anything a prospect says or does which indicates they have ALREADY BOUGHT in their mind, but have not yet told you.

Here are some buying signals to watch and listen for.

Example 1. They say something like, “how did you say that works again?”

This may even be something you showed them before, but they didn’t pay attention because they were not serious at that point about buying from you.  Now they are serious. Now could be a good time to explain how it works again and then use a “Trial Close” to test their temperature – are they hot to buy or cold on the idea.

Buying Signals happen suddenly

They can also disappear just as suddenly.  So watch out for them.  They will sometimes interrupt you and say something like..

Example 2:  “When did you say I could take delivery of this?” They may be asking about when they can start using it.

Example 3: “Does it come in green?” In other words they ask something about a feature or benefit?

Example 4: They start doing calculations. STOP talking at this point.  Let them work out their figures. They are probably working out how much they will save or make using your product or service or how they will finance it.

Example 5: They start touching your product as if they owned it.  (In their mind they probably do own it!)

Example 6:  They start asking about the price again, methods of payment etc.  (They are checking with themselves can they afford it, how can they finance it etc.

Example 7: They suddenly become friendlier and more relaxed.  They may have been tough on you, or very skeptical, but now they are becoming friendlier because of trust, rapport, and because they want to have a good relationship with you once they have bought.  They want you as a friend if they have questions for you later on.

So closing the sale – it’s not what you say, but when you say it

If you become good picking up buying signals, this is when you ask them if they are ready to go ahead.  Timing is important.

So what “trial close” do I like the most?

In your opinion do you like the way it works?  Good, let’s take care of the paper work.

In your opinion when do you feel you’d like to start using this?

In your opinion do you feel you’d like it in green?

In your opinion do you feel the figures add up? (when they have done a calculation)

Knowing when to close really is much more important than knowing the words to use.

Also by using the words “in your opinion do you feel” you are asking for their opinion.  How many times can you ask a prospect for their opinion?  Really as often as you like.  However…

How many times can you ask a prospect for the order, before they start to feel pressured?

Probably only once or twice in the meeting or on the phone.

In our on-line TOP GUN Sales Coaching Programme we devote an entire module to Buying Signals and Closing the Sale.  You can do this training module from anywhere in the world.  You’ll see a video of me talking with group of sales people, you’ll be able to download the handouts and flip charts, and even ask questions and for further guidance from a REAL LIVE TOP GUN Sales Coach! You’ll talk with them via our on-line system, either just audio, or if you’d prefer, you can even video conference with them.

This Module is just 1 of the 11 modules of our TOP GUN Sales Coaching Programme.  If you’d like more info, just click here or even email me back.